You’re Not Nike — Get Over It

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Here’s my column in this month’s FundRaising Success magazine, You’re Not Nike — Get Over It.

Teaser: … nonprofits that have never been through the branding exercise often have stronger brands than those who have. They aren’t making high-flown, abstract statements about who they are…. They just put out fundraising offers. To fulfill the promises they make, they only have to be grateful for the gifts and share stories of success. That’s not glamorous, and it’s not going to get written up in Communication Arts. But it works. It keeps the promise, and that’s what matters.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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